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by: Anne Haynes

There is a lot to be said when it comes to PPC, it’s not just clicks that need to be measured, capturing data around bounce rates needs to be collected as well.

Landing pages and user experience is “the” thing with Google these days. You can’t just say,” Oh you need a landing page with your PPC campaign.” Now, you need a micro site; something that keeps the user on a site to get the most out of your efforts.

Let’s face it, Google Analytics happened for a reason – for the small boutique agencies that can’t afford to invest in enterprise analytics packages, their data is golden to Google. Google reads your gmail account to serve up contextual Adsense ads while you are reading your email, why wouldn’t they read your Google Analytics account and tie it to your Adwords campaign?

Let’s say there is a performance issue with your hosting company. PPC traffic is sent to a landing page or micro site and the page and/or site goes down for a few moments, how does this impact your cost per click? Once your site has been flagged as having a poor landing page or micro site, who is to say you can even make it back into a reduced cost per click environment?

I haven’t seen any data on any of my questions and I look forward to testing.

Do you have data on this matter?